The document discusses the importance of planning in marketing and business strategy, emphasizing that effective marketing requires understanding consumer needs and adapting to market changes. It outlines the development of marketing concepts, the significance of strategic versus operational marketing, and the structure of a comprehensive marketing plan, including situation analysis and competitive strategies. The text also highlights the necessity of a clear company mission and thorough analysis to guide decision-making and minimize risks.

1. MARKETING PLAN IRAN MANAGEMENT CONSULTANTS TEAM http://iranmct.com
PLANNING PROCESS
All in one way or another planned. Many times, we do mentally.
We consulted the clock to see if we're late for our work or if we get to take the shuttle to take us to a certain place. We can have some idea of the goals we set in the short or medium term. At some point we intend to grow economically and have some security. We also have some idea of the investments would need to do for our small business work better. Similarly we develop a marketing strategy, but it has been drawn intuitively.
The Planning
Many times we tend to do things without planning: because there is "impatient" for "think" like a "unproductive" activity that does not produce results and that usually happens that the "urgent" moves as "important."
Every business, as we know, is always exposed to certain risks. There unforeseen market changes, increase in interest rates, falling demand, a close competitor is installed, appears a substitute product, etc. All these risks can lead to bankruptcy or closure of the business.
Planning does not have to do only with the productive aspects.
You also can not miss money and financial planning to meet a "discovered" in the bank. Lack of planning can also generate failures in product design or lack of stock just when sales increase.
As an entrepreneur, you need to reduce the vulnerability of the company to cope with the unexpected when they arise. Otherwise, any external change may force close the deal.
Why plan?
Planning has, among others, the following benefits:
It helps define where it wants to go and what the goal is.
Draws a logical way to go to reach it.
Keeps informed of how progress is made concerning the delimitation plan.
Lets see the mistakes on paper first, before they appear in reality.

2. Allows quick adjustments if difficulties arise during labor.
Do not think about planning as a rigid process that is done once and for all.
Many business opportunities are ending in failure or fail to realize when it fails to establish the requisite link between innovation and the discovery of an interesting idea with the expected objectives and resources required. Planning is the way to articulate these issues to minimize the risk of frustration.
MARKETING CONCEPT
The marketing concept has evolved since its ancient meaning as a synonym for sales, distribution, advertising or market research.
Nations and developing companies are paying increasing attention to this discipline, given their need to go out and compete effectively in today's difficult market.
There are different interpretations regarding the scope of content marketing.
a) Marketing as a synonym for advertising, sales promotion and action.
b) Marketing as a set of methods or marketing research.
c) Marketing as a conduction system.
The latter concept is that it is aimed at the entire company and its members to meet the needs and desires of consumers, which are economic opportunities for her. Only by discovering the motivations and desires of buyers, the company can achieve its own targets for growth and profitability in any areas thereof.
Marketing Development
In general terms, evolution is based on the way we look at marketing activity.
Marketing and distribution
This form occurs in situations of markets where demand exceeds supply. This view is supported in the area of "sales" (rather than marketing) and aims to organize the output of finished products
Sales
This approach emphasizes operational marketing and began broadcasting in Western economies since the 50s, when companies realized that the main problem was not to make it sell more products.
Active Marketing
It is when the marketing is concerned with the satisfaction of customer needs through the product or service and everything associated with its creation, delivery, consumption and satisfaction that it produces, aiming "repetition cart. "
With the emergence of new forms of distribution, including convenience stores, supermarkets or malls, markets begin to expand geographically and increase communication needs, promotion, sales force, advertising, etc.

3. The causes of this last stage where the application of competitive strategies begins, is the emergence and development of the following factors:
Acceleration of technological development.
Saturation of supply and markets.
Increasing globalization of markets.
All these factors intensify competition and undermine positions taken earlier.
New marketing concept
The most important goal of marketing is to know and understand the customer so well that the product or service can be developed and tailored to their needs in a manner that is sold alone.
Sales, however, apply only to actions taken by the company in order to achieve the output of their products, and get the money from the transaction. Do not worry about the particular needs of the consumer.
As Peter Drucker said in 1975: "We must make what sells and not try to sell what is produced."
Marketing Philip Kotler says that "it is human activity directed at satisfying needs and wants through an exchange process."
Beyond the definitions, it is important to understand that the modern concept of marketing should be targeted to the consumer, is not synonymous with sales and should be dynamic, with the broad participation of all members of the company to adapt to the reality of markets.
Therefore, marketing must consider:
What the customer wants.
When you want it.
Where you want it.
How you want to buy.
Who really wants to buy it.
How much to buy and how much you are willing to pay for it.
Why you may want to buy it.
What strategy to use to finally decide to buy it.
STRATEGIC MARKETING AND MARKETING EXECUTIVE
It is common for companies to deal only with issues of Operational Marketing (product, price, communication, distribution and sales), underestimating the magnitude of Strategic Marketing Analysis.

4. Strategic Marketing: management is ongoing analysis of market requirements, which leads to the development of profitable products and services aimed at specific groups of buyers. Looking differentiated from nearby competitors, assuring the producer a sustainable competitive advantage.
The function of strategic marketing is to follow the evolution of the market we sell and identify existing or potential segments, analyzing consumer needs and guiding the company towards attractive opportunities that fit their resources and offer growth potential and profitability. Strategic management is in the medium and long term, as it suggests thinking about the mission of the company, define your goals, develop a strategy for developing and maintaining a balanced portfolio of products or services.
Operational Marketing: You must translate into action the results arising from previous strategic analysis. These activities are related to decisions about the distribution, pricing, sales and communication, which aims to understand and value the qualities that distinguish their products and services, addressing the chosen target audience. Its field of action is in the short and medium term.
MARKETING PLAN
The Marketing Plan is a tool that provides a basis for other plans of the company (for example, the production plan or financial); assigns responsibilities, periodic check allows to solve problems in advance.
In an increasingly competitive environment there is less room for error and lack of foresight. Therefore the marketing plan becomes a powerful management tool for the company.
What comprises a Marketing Plan
The Marketing Plan is a working document where you can define the scenarios in which they will develop a business and targets.
It is used to identify opportunities, define courses of action and determine the operational programs.
Design
There are different ways to structure a plan, but basically has the following sequence.
Executive Summary. It is the summary of the key aspects of the plan. Understand the main objectives, strategies, resources required and the expected results. It takes place at the end of the preparation of the plan.
Diagnosis
Situation Analysis

5. Here the economic environment of the firm and the context in which the strategies will be developed is described. It consists of the following parts:
Stage
These are the major trends of political-economic, technological, legal and socio-cultural activities which affect the whole environment in which the company operates.
Competition
Direct and indirect competitors of the company are analyzed.
The company
Products or services, suppliers, business expertise, etc. Here the aspects related to the company, such as examining
Market Analysis
Includes sector specific analysis strategies and operations will be developed and, within this framework, the specific market segment to be addressed.
Strategic Analysis includes a multitude of studies information intended to optimize the formulation of business strategy.
SWOT
A proprietary tool of strategic analysis is the SWOT analysis, which is to assess the micro and macro environment of the company.
SBU (Strategic Business Units)
The main tool in strategic planning is the analysis of the portfolio of business through which management evaluates and identifies the key businesses making up the company.
Objectives
The definition of the objectives is one of the most complex tasks of the plan, because the results are to be achieved.
Strategies
Here the paths through which the company will achieve the objectives defined.
Operational Marketing
It consists of the development of all marketing mix variables, brand, product, packaging, distribution, pricing, communication and promotion.
Budget
It is the quantitative expression of the marketing plan and program of action.

6. Control
Different verification mechanisms should be implemented to measure performance are described.
MISSION
Concept
The mission of a company is the conceptual framework that defines what is and what should be the business and establishes the major strategic lines that mark the course of business.
All trade mission must be supported by a symbolic "promise" that attracts consumers and will representing their "hope" to satisfy a need or a want.
No company could grow from a mission that placed in the wrong business, because it would lead to failure.
The three basic questions that serve to define the mission of a company are:
What needs or desires are satisfying? (Demand)
What products or services give our customers most satisfaction? (Supply)
¿What competitive advantage that differentiates us from the competition? (Unique ability) (why they choose us?)
These questions seem simple to answer, are not so much, especially the third, which is subject to permanent changes.
Clearly define the mission is the most important for the development of the marketing plan step. You have to give operatively, discuss, analyze and reach a consensus.
Example:
Nursery of flowers and plants: "The goal is to provide a wide range of nursery products wholesale and retail to professional landscapers and owners of distinguished houses, with home delivery service."
DIAGNOSIS
There is a set of hypotheses that will be essential for making marketing decisions. These assumptions are intended to remove the uncertainty with which businesses operate.

7. The purpose is to gather as much information as possible to build what are called "scenarios" and dealing with the development of future events, providing the marketing plan strategic step, a valuable work tool to operate at risk and uncertainty.
The formulation of hypotheses about the evolution of business permits:
Explore possibilities and establish simulations such as "what would happen to the business if such a thing happened or that other?".
Create a global reference framework on which to build the marketing plan.
Define the viability of the strategic objectives and the likelihood of achieving success.
SITUATION ANALYSIS
Scenarios
Seneca said over 2,000 years ago: "It's important to know where the events will know where they come from."
However, the basics of what can be seen today as "scenarios" are military theory, and are rooted in von Moltke and Clausewits. The main points of military theory applied to business strategy are:
attack the enemy when he is weakest;
increase own strengths;
keep in mind the long-term goal (battle or campaign).
The main concept used to design scenarios is to group the external and internal events of an enterprise and to imagine the possible outcomes of these groupings in the future.
The scenario techniques differ from conventional forecasts simply projecting past trends into the future (eg sales forecast).
The construction of scenarios to find a process that seeks to understand what might happen in the future and develop the most appropriate strategies.
The starting sort of information available and consistently to get to describe a future foundation and logic. The data to be analyzed seriously and objectively.
Basically you can build two extreme scenarios, one optimistic and one pessimistic. What is the best and what's the worst that can happen in each case ?.
When the two sets of extreme scenarios are completed; can be balanced to reach an intermediate potential, which is what usually is more likely to happen.
From these assumptions, it is necessary to ask:

8. How it can affect us if confirmed in reality?
What threats or opportunities arise every possibility?
How can we prepare ourselves to take advantage of opportunities?
How can we avoid threats?
From the answers will emerge strategies that allow us to be defined in advance the various lines of work to meet our goals in every situation that may face the Company.
The different scenarios that can be analyzed include:
Economic
Refers to all the variables that measure somehow the state of the economy.
Evolution of Gross Domestic Product.
Inflation rate.
Monetary policy (interest rates, credit, etc.)
Tax pressure.
National disposable income.
Unemployment rate.
Foreign Trade.
Evolution compared between different sectors of the economy.
Utility Rates.
The economic environment consists of a number of factors affecting purchasing power and spending patterns of the population.
Technological
The technological scenario is a bit more complicated to define.
It is primarily concerned with the changes that can be expected for the period under consideration; in terms of development of new industrial, commercial and service technologies, as well as the potential for developing new products or new materials.
Features:
Availability technology.
Technology required (technological backwardness).
Maturity and volatility.
Patent rights.

9. Flexibility.
Complexity.
Exchange rate.
Alternative technologies.
Technological specialization.
Politician - Labour
Includes all the variables that depend directly on the actions of government institutions and guilds, included, of course, entrepreneurs associations, regional, labor, religious, military, ethnic and otherwise influencing the system.
Typical of this stage, variables are partial or general strikes, sectoral commitments, approval or disapproval of certain acts, terrorist attacks, etc. It involves:
Labor costs.
Labour legislation
Availability of skilled labor.
Availability and training costs.
Safety Standards.
Degree of unionization.
Lobbying and sectoral commitments.
Political - Legal
Marketing strategies depend heavily on developments in the political arena.
This environment is composed of laws, decrees, resolutions that meet certain government policies.
Lobbyists, influence and limit the activities of various organizations and individuals in society. Protecting the environment is a growing concern, and from there the groups and green parties emerged.
Alternative uses of clean energy (solar, wind, hydro, etc.) are also encouraged to oil, gas, coal will run out sometime.
The political scene - legal comprising:
Parties, ideologies.
Government (P. executive, legislative) opposition.
Rules on competition.
Environmental protection laws (environment).
Laws protecting natural resources.
International conventions.
Incentives for Industrial Promotion. Protectionism.

10. Consumer protection.
International transfer of funds.
Legislation foreign trade.
Market legislation changes.
Foreign ownership laws.
Demographic.
Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation and other statistical aspects.
You need to know the following:
Population growth (country, region, city).
Internal migrations.
External migration.
Age distribution.
Sex distribution.
Population density.
Proportion of urban / rural population.
Family Structure.
Socio - Cultural.
The cultural environment includes groups of people with shared value systems based on experience or common life situations that affect basic preferences and behaviors of society.
Characteristics of this scenario:
Lifestyles.
Education.
Occupational Development.
Processing needs.
Moda.
Percentage of population by socio-economic level.
Media. Opinion leaders.
Ecological impact.
Habits.
Competition
Each firm faces a wide range of competitors. The marketing concept states that to succeed, a company must meet the needs and desires of consumers and make it better than its competitors.

11. According to Michael Porter, in any industry, companies of different types and sizes face the following types of competitors:
a) Action of existing competitors
They are selling products and services similar to those of the company.
b) Action potential entrants (threat of new entrants)
Potentially competing companies can be detected as having certain competitive advantages or facilities, to enter the market.
c) Threat of substitute products or services possible.
Substitute products are defined as those who serve the same function for the same group of buyers, although originating from different technology.
This type of threat is exacerbated in areas of rapid technological change or easily change - value.
d) The bargaining power of customers or buyers
Buyers maintain a certain bargaining power with manufacturers and can influence pricing decisions, product features, payment terms, etc.
e) The bargaining power of suppliers.
The power of suppliers to client companies lies in the fact that they may find it possible to increase the prices of their products, reduce quality, limit the quantity sold, etc.
The company
The aspects that must be taken into account in the analysis of the company, depending on the critical importance for the study, comprising:
Identity, culture, values, styles of riding.
Business knowledge and critical success factors.
Overall results by business, by product, in economic and financial terms. Capital resources, debt, credit, etc.
Image (brand awareness, appreciation, loyalty, customer satisfaction).
Products and services.
Market share, classified by product and segment.
Product lines.
New products.
Motivation and training of human resources.
It is necessary, in short, have a diagnosis of the company, to have a deep and detailed analysis of the current situation, as previous instance to any decision involving a change knowledge.
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